qTelevision Everywhereq is on the way. It's a generic term for using the internet to get TV to more devices in more places more conveniently - what you want, where you want, when you want it. It's far from a new idea. Plenty of futuristic notions of TV have been promoted in the past, usually by technologists with a shaky understanding of the television business. But this time Hollywood's content ownership combined with new, simple technologies could enable the television industry itself to take the lead and modernize television, while extending its economic life well into the future. More important than delivering TV through the internet is using the internet to retain and expand audiences for the TV we already have. That's what this book is about- why it's a problem worth solving, how to go about solving it, and how today's television industry will benefit from stepping in where cable companies, phone companies, and their technology suppliers are failing miserably. Aimed primarily at Hollywood, this book is for studio, network, and channel executives, producers, show runners, ad agency strategists (qdigitalq or otherwise), media buyers, and executives at ratings/measurement companies. We describe how Hollywood can both extend the life of so-called linear television and control the transition to internet-delivered TV, while building upon existing qstarterq digital assets such as Hulu, or channel- and program-specific web properties and applications. Finally, this book is also a wake-up call to internet content and technology companies to take a fresh look at an old problem, using a comparatively new, low-cost set of approaches produced by the qWeb 2.0q and cloud computing waves which emerged over the last several years.... for viewers Create derivative content ac : Hulu and others already do this to a signi cant degree a clips and highlights are often valuable entertainment in and of themselves depending on genre (good for, say, SNL sketches, Daily Show rants, or Lettermana#39;s Top Ten, not so good for ... are still evolving and, ita#39;s worth mentioning yet again, still constitute a miniscule fraction of total television viewing time.
|Publisher||:||i2 Partners LLC - 2010|